Master C R M Chanels

Hanoi 2008

CRM

The Channels Call-centers & Sales Force Automation

Master Master Basic phases in CRM

Acquisition

Retention

Understand

Differentiate

Interact

Deliver

Develop

Personalize

Hanoi 2008

Overview of a call center in a CRM world

Master Master Call-centers technology

Telephone lines If possible with carried numbers

CTI (Computer Telephony Integration) Hardware that links the telephone lines & the

computers network Eventually, ACD (Automatic Call Distribution)

Software that distribute the calls using the CTI In function of different programmable criteria

Skills Languages Scripts

In function of the work-load

Master Master Call-centers methodology

Scripting the dialogueTo structure conversationAs guide-lines

Training people Inbound calling

DedicatedMulti-customer

Outbound calling

Master Master

6CRM software Company CRM software Company

ConfidentialConfidential66

IVRIVRIVRIVR DialerDialerDialerDialerPBX/ACDPBX/ACD

AgentAgent

CTICTICTICTIFraudFraud

ProtectionProtectionFraudFraud

ProtectionProtection

ProvisioningProvisioningProvisioningProvisioning

DataDataBridgeBridgeDataData

BridgeBridge

AccountingAccounting

DataDataReplicationReplication


Web

CRM CRM softwaresoftwareDatabaseDatabase

ChurnChurnManagerManagerChurnChurn

ManagerManagerDataDataWarehouseWarehouse

Fax, E-MailFax, E-MailFax, E-MailFax, E-Mail

CreditCreditCreditCredit

BillingBilling

CustomerCustomer

Blending SalesBlending Salesand Serviceand Service

Phone #:510-542-

8014

Phone #:510-542-

8014

Phone #:510-542-

8014

Phone #:510-542-

8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014Phone #:510-542-8014Phone #:510-542-8014Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Account Name Account Number Mobile Number Address Last Agent

ABC Computers 41359967 415/331-5643 4121 Lake StreetGray Cove, CA 94965

Steve James

Computers, Etc. 33789001 408/453-7895 650 River DriveRound Tree, CA 94080

Jennifer Lee

Hardy Stock, Inc. 84210956 510/908-8834 93245 Doyle StreetBay Center, CA 94521

Mark Wilson

Moore Brothers 12356732 916/487-6654 215 Walnut AvenueAubrey, CA 95821

Stacy Johnson

O’Hearn Technostuff 95285581 510/542-8014 235 Deep Cave CircleLiberty, CA 94505

Joan Taylor

TC Technology 65589354 916/483-9001 1453 Marcom DriveOak City, CA 95825

Mike Smith

Super Systems, Inc. 95285581 510/542-8014 5461 Maple StreetHilltop, CA 94506

Mary JonesAccount #:95285581

Account #:95285581

Account #:95285581

Account #:95285581

Account #:95285581

Account #:95285581

Account #:95285581

Account #:95285581

Account #:

95285581Account #:

95285581Account #:

95285581Account #

:

95285581

Account #:

95285581

Account #:

95285581Account #:

95285581Account #:

95285581Account #:95285581

Last Agent:Joan Taylor






















Hello, Mr. O’Hearn.This is Joan Taylor.Hello, Mr. O’Hearn.This is Joan Taylor.

Hello. I’m calling becauseI think there was an erroron my last bill.

Hello. I’m calling becauseI think there was an erroron my last bill.

Master Master



Master Master

8

ConfigurableConfigurableProduct PricingProduct PricingConfigurableConfigurable

Product PricingProduct Pricing

CRM software Company CRM software Company ConfidentialConfidential

88

Master Master


ConfidentialConfidential


AgentAgent






BridgeBridge




Web






BillingBilling

CustomerCustomer


Master Master

10


AgentAgent






BridgeBridge




Web






BillingBilling

CustomerCustomer


TicklerScreenTickler

InfoTickler

InfoTickler

InfoTickler

InfoTickler

Info

TicklerInfo

TicklerInfo

TicklerInfo

TicklerInfo

TicklerInfo

TicklerInfo

TicklerInfo

TicklerInfo

Master Master









BridgeBridge




Web






BillingBilling

CustomerCustomer

Blending Sales and Blending Sales and Service: 3 days latterService: 3 days latter

LoyaltyLoyaltyTeamTeamAgentAgent

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014Phone #:510-542-8014Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Phone #:510-542-8014

Hello.Hello.

Master Master Key Performance Indicators in C.C.?

Number of calls treated Inbound Outbound

Average time before hang-up E.g.: 80% before 20 seconds

Number of calls lost Average solution time

Per agent Depend on the script Vary in function of In-bound or Outbound

In Outbound, success rate

Hanoi 2008

Sales Force Automation

The funnel

Master Master What’s Sales Force Automation?

It’s a process that tends to manage information in order to enable the sales force to be more efficient

But also keep the management informed and able to do its job: manage Instant information (before accounting)Forecast

More often used in Business to Business

Master Master CRM global architecture

Market placeLegal environementTargets & Segments

Frontoffice

Backoffice

Supplier PartnerEDI EDI

Company

Master Master CEO Expectations for IT Investment Are Changing

0%

20%

40%

60%

80%

100%

1992 1997 2002 (est)

Improve Cost EfficiencyDrive Corporate Revenue Growth

Source: Accenture

Master Master Unprecedented Focus on Sales Execution

0%

20%

40%

60%

80%

100%

1992 1997 2002 (est)Cost Efficiency vs Revenue Growth

Change in CEO ExpectationsChange in CEO Expectations

Severe Economic PressureSevere Economic Pressure

Channel SalesChannel Sales

TelesalesTelesales

Field Sales Field Sales

Web SalesWeb Sales

Master Master Sales Force Challenges

Best PracticesBest Practices

Selling KnowledgeSelling Knowledge

PipelinePipelineVisibilityVisibility

SalesSalesEffectivenessEffectiveness

MotivationMotivation& Focus& Focus

Master Master Sales Force Challenges

Best PracticesBest Practices

Selling KnowledgeSelling Knowledge

PipelinePipelineVisibilityVisibility

SalesSalesEffectivenessEffectiveness

MotivationMotivation& Focus& Focus

Low Customer Face TimeLong Sales CyclesLow Win RatesLimited Up SellingPoor Team CommunicationInsufficient Skills Long Ramp TimeHigh Rep Turnover

No View of Top Opp’s

Sales Cycle Bottlenecks

Limited Diagnosis

Inaccurate Forecasts

Inadequate “Coaching”

Incentives Not AlignedReps Not FocusedNo “Line of Sight”No View of AttainmentCan’t Model Plan ChangesDelayed Plan Changes

Inconsistent Language, Tools, and ProcessesInconsistent Roles & ResponsibilitiesNo Common “Face to the Customer”

“Islands” of Customer, Product, & Competitive Information

Difficult to Navigate

Information Not Current or Relevant

Master Master Lessons Learned from Early “Sales Force Automation”

1. “Selling” is NOT a LINEAR PROCESS.

ProspectProspect

CloseClose

IdentifyIdentify

ProposePropose

QualifyQualify

Sales CycleSales Cycle

PlanPlan

ResearchResearch

SupportSupport

CoordinateCoordinate

ReportReport

Follow-UpFollow-Up



2. There is no shortage of information – the challenges are ACCESS, RELEVANCE, & CURRENCY.

CustomerCustomerInformationInformation

OrderOrderManagementManagement

Product Product InformationInformation

CompetitiveCompetitiveIntelligenceIntelligence

SalesSalesTeamTeam





OrderOrderManagementManagement

Product Product InformationInformation

CompetitiveCompetitiveIntelligenceIntelligence

SalesSalesTeamTeam

SimplifiedSimplifiedNavigationNavigationOwnershipOwnership

MaintenanceMaintenance




3. Productivity = Efficiency + Effectiveness + Teamwork

Nbr of RepsNbr of Reps

# Sales # Sales EffectivenessEffectiveness

Focus onFocus onEffectivenessEffectiveness

Focus onFocus onEfficiencyEfficiency

Focus on TeamworkFocus on Teamwork




3. Productivity = Efficiency + Effectiveness + Teamwork.

4. Focus on EFFECTIVENESS not CONTROL.

= if the sales rep doesn’t see value in the solution, they won’t use it!




3. Productivity = Efficiency + Effectiveness + Teamwork.

4. Focus on EFFECTIVENESS not CONTROL.

5. The solution must address ALL CHANNEL ...

Master Master Common Experience Across All Channels

Channel PartnersChannel Partners

Web & EmailWeb & Email


Call CenterCall Center

CustomersCustomers


MarketingMarketing

AnalyticsAnalytics

Back OfficeBack Office

Master Master A good SFA tools helps to …

Grow revenues more quickly, predictably and profitably Focus on the Right Deals at the Right Time Cross-sell with More Success and Create Deeper Customer

Relationships

Respond more effectively to sales opportunities Enable a Comprehensive Team-based Sales Strategy Know Customer Buying Preferences and Respond Appropriately

Better manage sales forecasts, territories and incentives Gain the Insight to Make Better Sales Coverage Decisions Align Sales Compensation with Corporate Goals

Master Master

Drive best practices throughout the sales organization Improve Communications with Comprehensive Sales

Methodologies Share Knowledge Globally on Sales Process Improvements

Deliver a robust solution with proven financial ROI Implement a Multi-Channel Solution with Advanced Mobile

Solutions Build on the Proven Success of Leaders in Multiple Industries

A good SFA tools helps to …

Master Master Pipeline Visibility

OpportunityOpportunityManagementManagement

PipelinePipelineManagementManagement

AccurateAccurateForecastingForecasting

QuantitativeQuantitativeHow Much?How Much?When?When?Odds?Odds?

QualitativeQualitativeSales Stage?Sales Stage?Political Structure?Political Structure?Strategy?Strategy?Milestones?Milestones?Competitors?Competitors?Decision Issues?Decision Issues?Solution?Solution?

QuantitativeQuantitativeRevenue by Sales Stage Revenue by Sales Stage Revenue by CompetitorRevenue by CompetitorAverage Sales CycleAverage Sales CycleOppty Aging by StageOppty Aging by Stage

QualitativeQualitativeSales Cycle IssuesSales Cycle IssuesMarketing RequirementsMarketing RequirementsCompetitive IssuesCompetitive IssuesRep EffectivenessRep EffectivenessProcess BottlenecksProcess BottlenecksTeamwork IssuesTeamwork IssuesACTIONSACTIONS

QuantitativeQuantitativeBy TerritoryBy TerritoryBy ProductBy Product

QualitativeQualitativeRep AccuracyRep AccuracyBusiness CyclesBusiness Cycles

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectivenes

s

Motivation& Focus

Master Master Pipeline Visibility

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectivenes

s

Motivation& Focus

Master Master Forecasting

Management QueryManagement QueryOrOr

Field Roll-UpField Roll-Up

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectivenes

s

Motivation& Focus

OpportunityOpportunityManagementManagement

PipelinePipelineManagementManagement

AccurateAccurateForecastingForecasting

Master Master Sales Analytics

Sales Analysis Customer Profiling Sales Performance Lead Quality Competitor Sales Trend Product Profitability

Channel Analysis Channel Performance Lead Generation Opportunity Aging Channel Activity Quotes & Orders Channel Profitability

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectivenes

s

Motivation& Focus

Master Master Sales Effectiveness

Automated Creation of Key Deliverables Quotes & Orders Proposal Generator Presentation Generator Customer Correspondence

AccountAccount

OpportunityOpportunity

SolutionSolution

Pre-DefinedPre-DefinedTemplatesTemplates

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& Focus

Master Master Good SFA toolis Multiplatform

Mobile Client

Connected Client

Portal Handheld Client

Intranet/InternetIntranet/Internet

Wireless Client

Voice Recognition

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& Focus

Master Master Partner/customer portal

Rapidely changing informationPrices Brochures Other marketing material

To be sure the partner/customer have got the latest and correct information

He log into the portal and get it from the company

Share information leads to loyalty

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& Focus

Master Master

Sales force information centerOn a portal

Partner/customer portal

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& Focus

Master Master Motivation & Focus

MOTIVATEMOTIVATE

CLOSECLOSE

IDENTIFYIDENTIFY

PROPOSEPROPOSE

QUALIFYQUALIFY

FOCUSFOCUS

COMPENSATECOMPENSATE

Effective Sales PlansEffective Sales Plans

Incentives Aligned with Business StrategyIncentives Aligned with Business Strategy

No Conflicts Across Complex Sales TeamsNo Conflicts Across Complex Sales Teams

Clear “Line of Sight” for Each RepClear “Line of Sight” for Each Rep

Immediate Access to ObjectivesImmediate Access to Objectives

Immediate Access to AttainmentImmediate Access to Attainment

Immediate Communication of Plan ChangesImmediate Communication of Plan Changes

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& Focus

Master Master Selling Knowledge

Channel PartnersChannel Partners

Web & EmailWeb & Email


Call CenterCall Center

CustomersCustomers


MarketingMarketing

AnalyticsAnalytics

Back OfficeBack Office

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& Focus

Selling Knowledge

Master Master

Technology Process People

Channel Partners

Web & Email

Field Sales

Call Center

Marketing

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& FocusGood SFA :

Techno + Process + People

Master Master Why it can fail ?

The human factorLack of management implication

MotivationUse the tool to put pressure

Sales personnelTry to keep the information about contactsDoesn’t see the advantage of the solutionFeels controlled

IT department Goodwill to implement and maintain packages

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& Focus

Master Master Why it can fail ?

The software factorBad tool selection

Unmatched business processesComplexity of adaptation Integration process

Temptation to adapt company’s processes to software instead of the opposite

Cost / ROICost of implementationTime to deliver result

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& Focus

Master Master What is important in SFA

"Management commitment" is probably the most important factor determining the success of CRM implementation and execution

1. Time Management basic skills prioritization delegation to do lists

2. Motivation 3. Evaluations 4. Role Model 5. Follow – up : Data Quality Control

Best Practices

Selling Knowledge

PipelineManagement

SalesEffectiveness

Motivation& Focus

Hanoi 2008

Main SFA functions

Master Master The key functions

Sales force information Management information Leads qualification Contact Management Territory management Offer Management


Sales force information center Global vision

On a portal On reports

Personnal Accessible via

A desktop PC A protable (mobile or virtual offices) Mobiles PDA’s, ...


Sales force information centerAccessed by PDA’s and WAP mobiles

Limited set of informationAgregates

Portable PC’sConnected by standard linesConnected by mobiles

… and even standard PC’s


Management information centerAnalyze company’s customer walletManage the work forceAssign taskForecasting

“managing a company by looking at accounting figures, it’s like driving and looking only in the rear mirror …”


Management information center

Master Master Management information center

Expenses reports


Contact information


Agenda & Planning


Territory management Connect prospects to the optimal partner or sales

man Geographicaly By sales volume or potential By competence

makes it easy to quickly find appropriate, trusted, business partners

For customers Partners Call center staff Sales force

Master Master Some SFA tools

ACT!SuperOfficePivotalSiebelOracleSap CRMSalesforce.comZoho.com

Hanoi 2008

CRM

Marketing Automation&

Campaign Management

Master Master Basic phases in CRM

Acquisition

Retention

Understand

Differentiate

Interact

Deliver

Develop

Personalize

Master Master CRM global architecture

Market placeLegal environementTargets & Segments

Frontoffice

Backoffice

Supplier PartnerEDI EDI

Company

Master Master Marketing automation

Global framework

Communication& Integration

Processes &PerformanceOffered

Services &Motivation

Applications &Technologie

PeopleSkills &PoliciesPlanning &

(Team)Management

KnowledgeManagement

ChannelManagement

MarketingAutomation

Master Master

DatabaseOne customer

with many interactionsto one company

Decision Support System

Customer

Cards & POS

Call center & Audiotext

Internet& Extranet

Sales Force Automation

Mail, Fax & Coupons

E.I.S. & OLAP Data Mining Campaign Mgmt

Type of toolsType of tools

C.M. C.M. C.M. C.M. C.M.


Automated interaction

“More and more, companies are using interactive technology to communicate with customers without human intervention and giving access to more parts of the company and even to partners.”

Bruce Kasanoff, CEO of Accelerating1to1


But marketing automation is more about changing the way we do business and interact with the customerEfficiently in each channelTrough all coordinated channels

If you're sending the wrong message to the wrong customer it doesn't matter how fast or cost-effective you become. It still won't increase revenues


Creativity cannot be automated ! Marketing automation doesn ’t save you from being

good at: Strategic positionning Action planning Action design and layout Analysing the results

Marketing automation helps only at improving operations Send up reaction times Efficency in action deployment and follow-up

Master Master Communication Process

Organization

WHO do you want to

communicate with ?

WHAT do you want to communicate

HOW do you organise the

communication

RESULT of your communication

process

Master Master Campaign Management

Target selections Criteria management List manegement

Campaign planning Message definition Sequence of actions & reactions

In function of objectives of the marketing plan Available channels to handle customer responses

Campaign execution In function of the channel Keep trac of the responses

Respons analysis Actions responses Return On Invest

Master Master Campaign classical structure

Marketing plan Strategic objectives Duration

Campaigns Communication objectives Global budget

Actions Channel & Media Planning

Timming Synchronisation

Promotions Costs elements

Master Master Functions & tools needed

Organization

Target Selection

MessageDefinition

Interactionmanagement

ResultsAnalysis

Master Master Target selections

Selection tools External OLAP tools Selection module included in the C.M. tool Standard SQL selections

Operations Define the target Count the number of contacts in a targeted group Define the selection criteria Attribute the criteria to the selection group Select the contacts Use other defined group for deduplication

Master Master Target Selection

Select list

Select graph type (2D, 3D, bar, line, pie,...)

Select what you want to see

Drill down on audience

Mail report, print report,...

Master Master Target Selection

THEN:

Define audience segment through point-and-click

FIRST:

Explore your contact potential•Look for interesting target groups•Get insight in relevancy

Master Master Message definition

Communication objective(s) E.g.: Traffic building, reward, …

Offer E.g.: A car to win, -20%, Extra service …

Call to action E.g.: Call now to book your test drive, Come visit us,

Answer the questions … Tone of voice

E.g.: Dynamic, Classical, Official, … Style

E.g.: Short, promotional, serious, … Message text

Master Master Message definition

Selected Test-userYVETTE DUCHAMPSPersonnal message

Not subscribed to newsletter

Master Master Campaign execution

In function of the channel Import the selections in the C.M. tool Plan the type of response(s)

Same channel Other channel Non foreseen responses

Find the way to integrate the action responses Merge the creation material and the data

Personnalization Pay attention to the way the customer will get the result

Master Master

• ‘Communication is about conversations with contacts’ • Automate communication scenarios!

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Campaign execution

Interaction management

Master Master

Guide contacts to your BUSINESS GOAL with Microweb:- Lead acquisition- Product upsell- ...

audience

Invitation mail

Filter: personalize microweb

Survey form1

Survey form2

Interprete result

Populate list

Response page

Master Master Respons analysis

Numer of responses Quality of the responses Costs

Fix costs Creation In production Management (DB, Marketing, …)

Variable costs Production / contact

Printing Production Sending (e-mail, post, media)

Promotion rewards Return On Invest

Master Master

Select your view:-Time period-Unique users vs overall actions

Master Master Opposition between KPI’s

Quality of service vs Cost of operations Long inbound calls Live call vs automated treatment Use of call number in communication

Revenue per customer vs CRM Investment Segmentation Integration costs

Life Time Value vs Actual ROI Elements of the calculation

Etc, …

Hanoi 2008

Campaign Management in the different channels

Master Master Technical solutions

Example of campaign management tool screens

Master Master Campaign Management in channels

Interactive Voice Respons Automated call handling

Use dial tone (E.g. Phone banking, Fax back) Voice recognition

In Call Center With CTI and ACD Inbound

To mange responses to a campaign Depend on the application

Outbound Using scripts Tele sales operator


Inbound call-center operations


Fax Automated fax system

time of sending fax responses

e-mailing Inbound

Structure mails Text minning tools e-mail fulfilment tools

Outbound List management Broadcasters


Mailings Address extraction Memorized send mails

Creation List of contacts

SFA List integration in the SFA tool To do definition Follow-up tracking

SMS Short message broadcast platform Interaction scenarios management

Others: Bannering, ...

Hanoi 2008

Key steps in marketing automation projects

Master Master The key steps

1. Develop a Vision Like any automation project, companies need to understand

the problems they're trying to solve. Maximize the automation effort by identifying where you can

make the quickest gains. Consider how the marketing automation system will fit with

existing marketing processes existing systems other company systems

Data sources Specific campaign management systems


2. Understand the Organizational Impact Take a holistic approach Identify all the areas that touch customers

marketing sales telesales customer service

Consider opportunities to implement marketing tools such as auctions, exchanges and portals

Consider the human factor (egos and power struggles) Customer ownership presents a major obstacle Senior management must encourage employees to look at

marketing automation as an alternative approach


3. Think Process First When you're talking about automation, you're talking

process. Many aspects of marketing are process-oriented

Planning steps for marketing activities Action execution Coordination and data acquisition

Some software products have work-flow built into them: If the processes aren’t thought through, it will be useless Don’t use predefined model that doesn’t match your goals You have to choose a process yourself and train the people so

they're ready for it and then automate it


4. Organize Around the Customer Add new channels to the marketing mix multiplies the

complexities of managing marketing messages Product managers may be targeting unrelated messages to the

same people Multi-channel communication increases complexity

New communications technology dictates the need for new forms of customer interaction

Accomplished through developing teams to manage particular customer segments.

Design the right mix of promotions and campaigns to suit the customer


5. Earn Customers' Trust most marketing automation systems today are being used to

supercharge communication Sales commission-based way of doing business Risk of bother the customer Making it harder and harder to reach them over time.

Use the technology to establish a more powerful and profitable way of satisfying customer needs

Permission marketing Don't betray a customers' trust by selling their information on the

open market Earn the customer's trust and willingness to share information

Opt-in lists Contact them only when it's really in their interest


6. Monitor Data Integrity The foundation of any successful automation project is a clean

database Ongoing data quality Update procedures Develop data dictionary master file which defines the terms used

in the database (meta data) Put business users in charge of data categories

products customers sales

Give IT an person in the company to help Managing the data in chasing down and solving problems


7. Choose Software Carefully You need to make sure you understand how the components

will fit together with your other systems. Ask vendors to show you

How information will get merged How much code needs to be written How quickly it can be implemented

Ask the vendors to demonstrate their products through a prototyping exercise.

Find out how the software handles a real-life situation within your own company

Better appreciation for what the software can and can't do


8. Watch Outsourced Components When technology is constantly changing, outsourcing pieces

of your marketing automation can be an excellent alternative install a million-dollar software application host it for $15,000 to $20,000 per month

Your outsourcing strategy should be consistent with the information that you need Make sure they're capturing and keeping information for future

business Make sure the hosted applications aren't core to your business


9. Test and Learn Technology is allowing marketers to understand which

promotions or campaigns appeal to specific audiences. analytical capabilities are often underutilized

Data mining OLAP

What's needed is a rigorous campaign management discipline strong planning codified the campaign development process analytical capabilities use a scientific method to continually refine the mix understand customer buying behavior


10. Work Toward Cross-Channel Consistency One of the problems with marketing automation is that

customer intimacy tends to be implemented in bite-sized pieces.

Insure that each individual channel is well managed make sure they're being treated well across all channels

Providing consistent high-level service across all channels will become increasingly important.

The next challenge will be real-time synchronization across all channels

More complicated than off-line campaign management Need a better technology integration

Hanoi 2008

Case Study

Happy Days on-line activities

Master Master

• Volumes of almost 250.000 e-mail contacts • Mailings are profile-driven

large data uploads for every campaign• Campaign creation time consuming in ASP mode• In house response management• Internet infrastructure available at Happy Days• Email & Internet competence available at Happy Days• High-volume & high frequency

clear ROI for in-house product

Case study: Happy Days

Master Master

Strategy Subscription on Website Syncronisation with corporate off-line database Initiate email communication with objectives

Branding of Happy Days Increase number of pageviews on Happy Days

website Motivate people to register on the website Convince people to redeem their points online


Master Master

ListOpt-in email addresses via website

Almost 120.000 email addresses of people who registered via the Happy Days website

Opt-in email addresses from paper formsAlmost 80.000 email addresses of people who

indicated opt-in when subscribing to the Happy Days program


Master Master

Content Dynamic content

Content in 2 languages: French & Dutch Content segmentation based profile info Personalized greetings, points balance,.. Contact sensors to monitor site impact

Static content Links to Happy Days website Announcements about the program Events linked with the program Contests ...


Master Master

Personalized greeting

Points balance

Product promotions

Announcements


Master Master

Delivery E-mail is being sent in auto-sense format:

E-mail is being displayed in HTML or plain text at the recipient, depending on his e-mail client (Outlook / Outlook Express / ...)

Repartition HTML – Plain text± 90% HTML (more effective)± 10% plain text

Bounced mails are flagged in the database


Master Master

Response Unsubscription rate : 0,59 % Total clickthrough rate : 40,64 % Active period of mailing : ± 1 week


Master Master

9/03/02 13/03/0 17/03/02 21/03/0 25/03/0 29/03/0

Impact on website: Visitor sessions

E-mail send

x 6

Permanent raiseof ± 30%


Hanoi 2008

Thanks again for your attention !